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Posted at: May 15, 2019, 9:15 AM; last updated: May 15, 2019, 9:15 AM (IST)

Wake up beauty, it’s time to beast

Those uber chic gym looks and drool-worthy workout videos apart, a slew of Bollywood stars have stepped up the business of health and fitness by either investing in it or endorsing it, giving the youth a kick and a push to work towards a Swasth Bharat.

Salman Khan, Hrithik Roshan, Tiger Shroff, Suniel Shetty, Shilpa Shetty Kundra, Bipasha Basu, Malaika Arora, Milind Soman and Mandira Bedi are some actors who have taken it upon themselves to motivate people to take a plunge into maintaining a healthy lifestyle.

Holistic integrated healthcare platform Cure.fit collaborated with Hrithik and Tiger for their passion towards fitness. “We consider our celebrities to be our evangelists. Hrithik, Tiger and our team together have designed, developed and customised the workout modules of HRX and PROWL respectively. The idea of developing these workouts is to ensure access to our customers to experience the high, intense and effective workouts of respective celebrities closer to the comfort of their home,” Ankit Nagori, Co-Founder of Cure.fit.

While the HRX workout is a strength and conditioning program which has a combination of various movement modules, the Prowl Workout is a unique mix of combat, dance and functional fitness done to foot-tapping music. Nagori said having a celebrity on board helps in crafting larger visibility and reach. That is also the idea behind Suniel’s investment in SQUATS, an online fitness community. “Even at 58, Suniel is fitter than most people in their mid-20s. This coming together of mutual synergies is testament to the strength of result-oriented approach to fitness. We are confident that with Suniel on board, SQUATS will be able to attract and transform the lives of more people in the country,” the company’s founder Jitendra Chouksey said. As for Suniel, he was driven towards this as he feels that in today’s time, when all kinds of false information about fitness is common, there is a critical need for platforms which focus on ‘balancing quantified nutrition with weight training’.

Last year, Salman had acquired manufacturing rights of fitness equipment company Jerai Fitness, to launch his own gym equipment range. And just earlier this month, Malaika, a yoga enthusiast, had shared her excitement about investing in an Indian yoga and wellness start-up called SARVA. Milind, a Pinkathon ambassador, is also part of a Hotstar web series Maximise Your Day, where he shares wellness tips.

For Shilpa, the journey to promote fitness began a decade ago when she launched her yoga DVDs. In her latest endeavour, she has launched a holistic wellness app called The Shilpa Shetty Application, replete with target-based programs, yoga routines and diet plans for users. the comfort of your home.”

Mandira, brand ambassador for Vivafit, a global chain of boutique gyms for women only, says while it is natural for people to look up to people from the entertainment business as role models, it is vital for celebrities to develop the right connect to promote fitness. —IANS

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